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In a recent Facebook chat sponsored by The UPS Store, I fielded the standard questions about generating more leads and more sales, but right on cue I also got several variations of this question/comment about social media.

“I have limited time and all this new social stuff keeps coming, how do I determine what is the best tool to use or where to start?”

It’s a great question, but mostly it’s the wrong question, because it’s centered on tactics – Facebook or Twitter, Blogging or Tweeting – when it should be centered on objectives and results.